Agri-Business, Production, Processing and Marketing Information ...

Persuading a calibre importer/distributorto
market your product
First hurdle to cross
By Anthony Dalgleish
International Marketing/Agro-processing Advisor, USAID AgEnt Project
AgEnt has been working successfully
with many Sri Lankan agro-enterprises
in the export arena over the past 20
months covering new product
development/iepositioning, assessing
competitor country and individual
exporter marketing strategies,
participating in overseas technology
However, there are a great many more
Sri Lankan agro-enterpriseswhich have
the product development base/financial
resource/mangement capability etc
necessary to successfully penetrate and
develop export markets than evidenced
todate; but who in turn need to be given
the confidence level that export
marketingcan bea mostprofitablesector
itlihertghitatiitude/maketingdisciplines/
staying power are adopted from the
outset
It is against this brief background that
this article has been written, tht is, to
pinpoint to potential new exporters in
particular an awareness of the highly
professional marketing/sales approach
needed to raise serious, initial handling
and buyinginterestofyourproductline
by those importers/distributors in target
export markets who can truly deliver a
level of surtainable export sales/profits
in line with your expectations.
assessment/acquisition and trade fair/ Professionalism and staying power
sales missions etc; hence the project
believes it has a very sound feel
are the keys to export success.
pertaining to the strengths/weaknesses
of many large/medium/microsize agroenterprises
and entrepreneurs.
"Whether you area large company or a
medium/micro size agro-enterprise,
manyoftheself-samemarketingdictates
equallyapply,snaringwththecritically
IntersofSe aptant eq oientwif the rihtl
In terms of Sri Lanka's strengthsthere important need to identify the "right
is littledoubt that thereis acoregrouping importer/distributor in each export
ofhiglhlymotivated/succesful exporters market who is prepared to take on your
who are doing well through the simple product line and place behind it the
application of sounii/basic export necessary marketing/promotional
marketingteetsin daburningdesireto commitment which will ensure success
succeed
from the outset".
Before looking at typical importer/
distributor requirements sought by
calibre identities who can deliver (i.e.
successfully introduce anew exporter's
product line and consistently increase
sales/market share), potential exporters
should be aware that they ­
1.First need to implement asound level
of desk and "on the ground" market
research in initially identified export
target markets, buttressed by the
product/pricing/markeling mix and
financial resource they will have to
invest to achieve success at the end of
the day.
28
2. Have or develop a high lccl of
"creative salesmanship capability".
Youmayhavethefineconcept/product,
but if you cannot sell it you wil never
really be in with ihe chance to wm
3. Have the "stayingpowcr"togothrough
thatextramile, assuccessfulprofitable
exportmarketingisnormallyachieved
in the longer term.
41.
4. Have the determination to "keep up
with the marketing play" as both
existing or new competitors will be
continuously repositioning existing or
launching new products to either hold
or win new market share.
Key importer/distributor dynamics
Chart A requires careful study by
potential exportersas itclearly identifies
the "lughly competitive climate" within
whichtheywillhavetoselltheirproduct
line
Calibre importers/distributors have the
"world beating at their doors", simply
because they have built a proven track
record in developing sustained/
profitable sales for their core import
clien sand themselves.
Whilst the majority of those importers/
distributors surveyed/handled large
e tor s suvyealed lg
exporlients,man also represent low
volume/high margin niche products on
behalfof-exporters who have developed
product lineswithadistinct"posilioning/